Why Chief Executives Shouldn’t Write Their Company’s Website Copy
As a professional writer with more than a decade in the industry, I’ve seen all the ways executives try to improve their company’s bottom line. One of those ways is volunteering to write the copy, or messaging, for their company’s new website.
After all, it’s just writing, right? And executives already know the company and its products better than anyone. How hard can it be?
Little do they suspect, however, that said decision ends up costing their business far more money in the long run. Here’s why website copywriting is always better left to professionals.
1. Most executives don’t realize websites are their #1 sales funnel.
People don’t visit websites to simply learn about companies. They visit because they’re on the verge of taking an action. Maybe they’re looking for a cause to support or an event to attend or a product to buy or a place to invest money. Regardless of the reason, they are seeking information that will move them toward that action.
Professional copywriters and website designers know this and can devise a sales funnel that guides visitors through the site and moves them to take action with your company instead of your competitor’s. Building that funnel requires special knowledge honed from years of experience and study: everything from where the buttons are placed, to the size of the font, to the photos used, to the wording on the menu bar. Psychology runs through all of these elements, and a good copywriter can bend it to your company’s advantage.
2. Executives often assume too much.
What they assume, in particular, is that the company’s customers have the same likes, dislikes, beliefs, problems and motivations that they do.
“I joined this company because I loved how efficiently they handled their finances,” I’ve heard some executives say. “I’m sure our customers love that, too!”
Well, maybe they do, but it’s #10 (instead of #1) on their list of reasons for liking the company. Or maybe they don’t think about it at all. You don’t know until you investigate.
And that’s what a professional copywriter does: investigates. They will dig through surveys, social media stats and client testimonials to find out what really makes your audience tick. Then they’ll speak directly to that in your website copy, inspiring new customers to click, call, and buy.
3. Executives have to consider more than just the customer.
Shareholders, board members, funders, founders, lawyers, other company executives and influencers all rent space in the executive’s head. It’s not a bad thing; after all, it’s the executive’s job to care about all of these groups. Sadly, though, this often means they attempt to create a website that appeals to all of them — and end up with a scattershot product that potential clients find boring, confusing, and irrelevant.
“We have to put this statement about our charitable activities at the top of the home page,” says an executive in tech, “or the President’s spouse will have a fit.”
“Is the President’s spouse going to buy 10,000 of your widgets?” I ask. “Then maybe we should save that space for someone who will.”
Some concessions have to be made, of course. But a good copywriter will maintain a customer-first perspective and tuck that charitable statement somewhere that doesn’t disrupt the sales funnel. Everyone wins and the company pulls in more revenue. Hooray!
4. Executives speak a different language.
How could they not? They’re in meetings all day with upper management. Their offices are awash in spreadsheets, legal documents, and technical manuals. You can’t navigate this world without tossing around a few acronyms.
The problem is, customers aren’t likely familiar with these acronyms. Or the technical terms related to your company’s product. Or the incredibly complex behind-the-scenes process of fulfilling their order. Websites have to convey this information in a way distracted, time-pressed customers can understand.
Executives, having been steeped in their industry’s jargon for months or years, will likely find it difficult — if not impossible — to express their knowledge in simpler terms. Mostly, it’s a stress issue. Executives have much demand on their time and attention. Most simply don’t have the organizational capacity to work through all the nuances of producing effective website copy.
Which leads me to my last point:
5. Executives have better things to do.
Really, they do. They’re needed to solve management issues, meet with investors and board members, approve new products and policies, speak to the press, promote their company at events, and keep their fingers on their industry’s pulse. They don’t need the burden of creating their company’s single most important marketing piece. It might seem exciting at the start, but it quickly devolves into a morass of frustration as other priorities clamor for attention.
I’ve seen it happen again and again.
Make a wise investment in your company’s website. Hire a professional copywriter. Your bottom line will thank you when the sales start rolling in.
